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To boost business overall, leaders must understand their target customers. Then they must delve into that customer's journey through the brand, from perception to physical touch points, the sale and the follow-up. Once businesses get an understanding of how customers navigate through the sales process, they can pinpoint areas for improvement and focus on retention.

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The Andaman, a Luxury Collection Resort in Malaysia, offers a tranquil, upscale setting complete with a spa that offers holistic therapies and Thai massages. The resort is on the Datai Bay, which is one of National Geographic's top 10 beaches in the world.

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To earn your customer's loyalty, you must offer a unique service that shows your customer you understand his or her business and then continue to add value with each interaction, writes Geoffrey James. Perhaps the best way to secure a customer's loyalty is to send that customer new business.